Campaign details

Brand: Mobil 1
Lead Agency: Initiative
Region: LATAM


This article has been translated from Spanish using Google Translate. Download the original here.

Strategy

Objective

Increase the recall of the Mobil 1 brand through the annual TVC "La Sangre de Porsche", which this year also added, for the first time in its communication, a promotion that sought to achieve a rate of 1% of the target of unique participants , that is, 25,000 people, considering the benchmark that FB messenger delivers (1%) for this type of actions, the main platform where the campaign would be developed.

Target Audience

The Target of the category is very transversal at the demographic level (HM 18-64 ABC) and at the level of interests and attitudes are characterized by being people concerned with car care with the best products. From the TVC, it was sought to connect with digital block to 25 to 45 years.

Creative Strategy